How did this whole thing get started? It's sort of unclear. But it possibly could have started with this Billboard article from 2015.

In the article, Sia describes working with Beyoncé as a "writing camp":

Not true of artists like Beyonce, with whom Sia says collaborating is "like a writing camp" and that "she's very Frankenstein when she comes to the songs," taking bits and pieces from various songwriters and asking to hear them mixed together. "In the end, she had maybe 25 songs of mine on hold, and I was very excited to get a couple of them back. Definitely one is on the album."

Which seems to have evolved among Brazilian Sia fans over time into some kind of pop music prison thing? I don't know. It's all very confusing. Interestingly enough, members of a Brazilian messageboard called Pandlr say that they were the ones to actually start the meme seven months ago after reading about Beyoncé's writing camps.

But basically, the theory is that Beyoncé kidnapped Sia and is keeping her in a "cativeiro," which is a Brazilian word for a specific kind of place where you keep kidnapping victims, like a dungeon, secret room, or bunker, sort of.

Fans of Marina Joyce started circulating the hashtag #SaveMarinaJoyce after Joyce posted a video earlier this week in which fans believed the YouTuber was whispering the words "help me."

Also, Joyce's fans believed that they could see bruises on her arms, that she was reading from a script, and that she could be seen looking with fear at someone behind the camera. The author of the blog alleged that she may have been kidnapped in order to make YouTube videos.

The next day, #SaveMarinaJoyce began to trend around the world. The hashtag contained numerous assertions about her mental health, her domestic situation, and many more outlandish claims.